Talk To Frank

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Challenge:

FRANK is the national drugs information and advice service
provided by the Department of Health, the Home Office and the
Department of Education. We were briefed to design and build a new
website with improved credibility, usability and usage whilst
remaining true to FRANK's ultimate objective of preventing or
delaying the onset or escalation of drug use amongst 11 to 18 year
olds.

Solution

Our UX approach was one that had to marry the sometimes
contradictory needs of the audience and Government departments
providing the service. We drew on academic research to understand
the role that frames, biases, norms and risk images played in
affecting people's behaviour; ensuring that the changes made to
improve to the sites credibility, usefulness and discoverability
didn't incur any unintended consequences on the attitudes of
visitors towards drugs and drug taking.

Results

Find

FRANK now appears in the Google top 10
results for twice as many drug related keywords

Non-campaign visits have increased 21%
to 325,000 per month

Inspire

Visit Satisfaction rose from 71% to
82%

Perceived accuracy rose from 75% to
85%, reliability from 71% to 82%

Connect

2850 personal stories were submitted
in the first six weeks

These initial stories turned into
712,000 "found helpful" responses as users learned from the
communities experiences